Inclusively is pioneering workplace personalization technology that helps enterprises better support and retain their workforce. With $20 million in funding, Inclusively has evolved from a hiring platform to a comprehensive solution that matches employees' unique needs with company resources and accommodations. In this episode of Category Visionaries, Charlotte Dales shares her journey from selling her first startup to American Express to building a new category in workplace technology that addresses the growing skills gap and changing needs of the modern workforce.

Topics Discussed:

• The dramatic story of Charlotte's first startup exit to American Express
• Evolution of Inclusively from a hiring platform to workplace personalization solution
• How changing workforce demographics are driving the need for personalized employee support
• The shift in corporate DEI strategy from isolated initiatives to integrated workforce planning
• Building and scaling enterprise sales in a challenging market environment
• Leveraging strategic partnerships to accelerate growth and market penetration

GTM Lessons For B2B Founders: 

• Choose your investors and board strategically: Charlotte learned the importance of building a supportive board that acts as true partners. As she noted, "You really need to find people who want to be on a team with you when it comes to a board and investors and in the trenches." Founders should carefully evaluate potential investors beyond just capital, looking for those who will provide meaningful support during challenging times.
• Trust your instincts on pivots: When market conditions change, founders need to be willing to evolve their product strategy. Charlotte explained, "Where there's a will, there's a way... If your product isn't perfectly aligned to what the market needs, you pivot." The key is balancing quick decisions in urgent situations while taking time for careful consideration when possible.
• Rethink traditional enterprise marketing: Cold outreach and demand generation may not be effective for enterprise sales in today's environment. Inclusively found success by systematically leveraging investor and customer networks, with Charlotte sharing, "We tripled our weekly meeting rates" after implementing a structured approach to warm introductions through investors.
• Build product with enterprise design partners: When pivoting their product strategy, Inclusively worked closely with Salesforce as their first pilot customer. Charlotte emphasized the value of "interviewing them, having them help us build this product" to ensure market fit. Founders should seek out and deeply engage with marquee customers who can help shape and validate new solutions.
• Align marketing with customer success: For enterprise companies, Charlotte recommends closely integrating marketing with the teams delivering customer value. This ensures marketing messages reflect real customer needs and wins, noting "Anything we learn from a customer perspective is going into marketing within the same day."

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